Indriya, Aditya Birla Jewellery, has launched its Diwali campaign, ‘Festival of Love’, featuring actors Aditi Rao Hydari and Siddharth, alongside the introduction of Padmika, a new 22KT gold jewellery collection aimed at the festive market.
Conceptualised by Ogilvy West, the campaign builds on Indriya’s ‘Us in We’ philosophy, using the couple’s Diwali preparations to highlight relationships, gifting and emotional connections. SandeepKohli, CEO of Indriya, said the festive season remains a key period for the jewellery industry, driven by traditional purchases, celebrations and gifting. He said the campaign seeks to strengthen consumer engagement as the brand expands its presence across India.
Padmika draws inspiration from Goddess Lakshmi, prosperity and auspicious beginnings. The collection features necklaces, earrings, bangles and statement pieces in 22KT yellow gold, incorporating traditional Gulabi Meenakari pink enamel work and motifs of the lotus and Goddess Lakshmi.
Shanti swarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the campaign focuses on personal moments of affection often overlooked amid large-scale festive celebrations. Tanuja Bhat, Senior Executive Creative Director and Creative Head, Beauty & Luxury Collective, Ogilvy West, led the campaign’s creative conceptualisation.
In Siliguri, the festive jewellery market could benefit from consumer interest in traditional gold purchases, wedding-related buying and gifting during Diwali. Padmika’s combination of heritage-inspired designs and contemporary styling may appeal to buyers seeking festive jewellery, although its actual impact on local demand will depend on pricing, retail availability and consumer preferences.
